AUTOGRAPHS

What Is the Real Value behind Cheap Printing?

Providing Added Value has its Rewards

This occurrence may have been by chance or by fate, but I’m glad it happened. It reassured me that providing added value had its rewards. None the less, here is what happened.

As an owner, sometimes we get so busy, that every now and then Ill be the one stopping everything I am doing to help meet a deadline even if it requires loading the printed products into a truck and delivering them to the client’s location or event myself.

As shared, I’m glad this happened on this day or you may not be reading this story because I was the one who made this delivery.

OK, Spectrum has provided commercial print solutions, products and services including newly offered large format printing to our customers now for almost three decades. Our staff has delivered printed products to many a trade show, special promotion and event over the years as an added value.

The Day, the Story, Shocking but True

The day I delivered these printed products was different in many ways. First, I’m not going to share neither the event name nor the customer for reasons we all may understand shortly, but here is what happened.

I pulled up, it was game time, the drop off schedule was noon and it was ten till. I contacted my client’s rep via cell when I arrived at the events delivery entrance and asked where she preferred the products to be dropped off. She said meet me at the ‘location’ here.

So I loaded up the dollies full of boxes, move the truck away from the busy unloading area and began what appeared to be an accent of Everest. Winding walkways, up and down stairs, over and around technicians, power cables, and crews… you name it, the hustle bustle event set up was in full gear.

Then it hit me like a child walking into a toy store for the first time, wow, what an event this is going to be. I was mesmerized by the spare no expense set up, the towering displays, and the amazing presentation that was taking shape. After all, I’ve been to many an event before but to this date, I have never seen anything on a scale so large and awe striking as this event was setting up to become. I was thinking millions upon millions were being spent as I took it all in and there I was just delivering some print.

After asking a few event staff security personal where the ‘location’ was I wheeled the print around the last corner. It was at that point I saw my client, whom I didn’t expect to be here at the location surrounded by other on handhelds razing a fracas so to speak. As I wheeled up closer I could here what was going on.

 “I Wanted To Save the Company Money”, He Said

I heard the client talking to her staff. They were all up in arms over the huge large format giant corporate logo displays, large transparent logo decals and what our industry calls PSA, (pressure sensitive vinyl) which is custom large format self adhesive vinyl printed graphics. All I could hear is “the colors are wrong “”we should have used this company “”I wanted to save money “and sure enough as I wheeled up on the group I could see all the displays, large format and corporate logos laying on the ground the size of a football field were all the wrong colors and some didn’t even read right, wow!

But I played it off, acting like I did not hear anything that was going on, then I heard “Oh hi Jim “as they all quickly quieted down. We shook hands, the client was surprised to see me there delivering the products but none the less introduced me to the crew and staff and the lady whom I was to deliver to. She said “may I have a look” I said “sure”. The funny part was, and it was not funny at all, was hearing her say at least our printer got it right.

We shook hands again; I thanked them for their business and wheeled my empty cart back to the loading area. Sure I could have taken the time to pitch my client on Spectrums large format that we offer now but my gut told me now was not the time.

Why Risk Choosing a Cheap Printing Solution

On my way back to the docks, it dawned on me, this was a spare no expense event like I have seldom seen before and I could not understand why a print buyer would even risk choosing a cheap printing solution for an event like this. 

Maybe they wanted to be the star? I saved the corporation 30 percent? But in my mind I knew this person was in trouble. So here I write about “what is the real value behind cheap printing? “

It’s obvious that cheap printing does not care about quality controls or checking sample runs to verify a clients precise color guidelines are met.  It was apparent even to me that the image quality was lacking in presentation and from what I saw it just cost the client dearly on the events visual presentation.

You Get What You Pay For

As I was talking to my client that day, I still heard the others who moved further away say maybe if we move these farther apart or maybe when it gets dark it will not be so bad reminded me of the old saying ” you get what you pay for “. I felt good knowing my company hit the color, did the job as expected and will feel confident offering large format to this customer in the future.

Moral, Cheap is Cheap

The moral is cheap is cheap. Even cheap business cards may appear low priced but how do they feel when you’re making that first impression? I actually met a new friend at a network event who handed me a card and it flopped in my hand. Well, I had to sell him right there, because I said, look, feel that? This is the first impression you’re making when handing out a business card and here you thought you just saved money on the cheap ones. He said “wow, your right”and thanked me. A week later I printed him some new redesigned cards with a QR code on the back. He continues to send work my way saying the same thing. Cheap is cheap period.

Print Buyers Time Verses Savings

One final note, to all the print buyers out there, like to think this above story does not ring true for you.

Think about this. How much time does it take to get three bids, analyze those bids, request a proof and manage the purchasing of the print or large format order?

If a person spends an additional hour or two a day doing this repetitive task what does that cost the company in terms of repeating this process over and over again?

Find a Good Printer and Stick with Them

Spectrum Color Printing recommends you find a good niche printer for your commercial printing and large format then stick with them. You will know what you’re getting and you will save time having to shop every job to save a few bucks.

A good printer will value your business, maintain accurate color call out records, know what you expect and deliver over and over again. Your pricing will not be cheap or some free lure it will be professional and representative of your companies brand and image.

So I ask the question “what is the real value behind cheap printing”? Cheap is cheap period. As the real story above foretells, the money saved probably cost someone their job and defeated the objective of the events presentation.

Be Prepared To Get That Hard To Believe Cheap Look

Before you buy into that hard to believe price and place an online order that is cheap, just be prepared to get that hard to believe cheap look when the orders arrive.

The price of value will not be undersold. Find the value and stick with it. Whether you choose Spectrum Color Printing as your go to commercial printer and large format printing source or some one else, the value side of a printers price is worth every extra cent you pay.

Jim Simmons

Chief Executive Officer

Spectrum Color Printing

“We are the Best at what we do!

About the Author

By Jim Simmons

Mr. Simmons an entrepreneur at heart. Served 5 years in Account Development, almost 11 years as owner of Apple Intergraphics, Inc. (print Media) Currently for the last 6 years Owner and Operator of Spectrum Color Media, LLC (Printing, Graphic Design, List Targeting and Mailing) since creating this company has enjoyed watching and contributing to all its success! And he is a member of the Print Communications Professionals International. 2010-12-18

Jim Simmons – Owner

www.SpectrumColorPrinting.com

800-450-1619 Toll Free

Office: 702-485-1191

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